International Email Marketing: How to Master Time Zones

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1. So what can you do? Create a segment and pick a send time for all subscribers that lack reliable time zone information. You can pick your local time zone or the one of your largest market for this fallback segment. “A segmented approach not only allows you to send emails at the same time in each time zone (for example, always at noon local time), but also gives you the opportunity to test and optimize send times in each location.” Depending on the range of time zones you cover, the number of segments you choose, and the level of testing you commit to, this approach can become very complex and time consuming. However, accounting for local differences and acting on them when sending emails can be a powerful way to increase open and click rates with your international audience.

   In Geographic segmentation

2. Segment your list by location to optimize send times in each time zone “If your subscribers span across a range of time zones, and important markets aren’t close to each other,segmenting your listcan be the best approach.” But what if you don’t have the geolocation information for all of your subscribers? This can happen when you only track location with email opens, but not during the sign-up process. Most geolocation analytics rely on a tracking pixel that loads when a subscriber opens your message. If subscribers have not opened any of your emails before—because they’re new on your list or an inactive subscriber, for example—email analytics can’t provide geolocation data for them. Or, if they are reading your email with images disabled, then geolocation data won’t be counted.

   In Geographic segmentation

3. Availability and response times: Managing expectations “Here’s how you can set the right expectations if your team can’t offer 24h support.” Email is an asynchronous form of communication and most of your customers will not expect an immediate response. But when time differences come into play, subscribers might have to wait longer than usual before they’ll hear back from you. Keep this in mind, especially when sending emails that likely trigger responses and questions, like major feature announcements or pricing changes. Consider setting up an autoresponder for your reply-to address that reflects your time zone, your support hours, and give an estimate of when subscribers can expect to hear back from you. This helps to set the right expectations.

   In Reply response time

4. Whether you’re segmenting your email list or focusing your efforts on your most important time zone, always make sure your message is relevant to your audience. A lack of time zone empathy won’t just mean you miss out on clicks and opens, but also can damage your brand reputation. “Being empathic about your subscribers’ time zones is especially important when sending time-sensitive campaigns.” Put yourself in your subscribers’ shoes and ask yourself: What does the timing of this email mean for my subscribers in different time zones? Does the message make sense no matter where people live? Does the email contain time and date information that need special attention?

   In Cross-border outbound adaptation

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